Case Study
3 Body Problem | Netflix
Brand Guide
As The Three-Body Problem begins a story that will be told over three seasons, we prepared the franchise for years to come with a comprehensive Brand Bible that could match the series in magnitude.
Operating as a base strategy for the launch of the show, our materials provided guardrails for marketers and partners on all creative surrounding the franchise, and included an exploration of communications guidance, cultural considerations, brand filters, and more.
AV
To capture the attention of those unfamiliar with the novels and create an approachable entrance point, we sought to establish the Three-Body Problem as an unmissable event.
Our teasers and trailers emphasized the mystery at the core of the first season: scientists are being murdered, and those that die experience a strange countdown. From that grounded place of intrigue, the AV continued to hook audiences with the eye-opening scope of the story and its apocalyptic vision of a not-so-distant-future.
CES Experience
The annual tech convention CES provided a perfect opportunity to build buzz targeted to audiences with a high affinity for sci-fi.
Attendees of the conference were greeted with an experience unlike anything else when they entered the Netflix 3 Body Problem booth. Those that donned custom headsets resembling the ones featured in the series, were shown our 3 Body Problem trailer and then placed inside the world of the series with custom content, driving immediate word-of-mouth and press.
Social
To create urgency for the series as the launch approached, we were tasked with creating paid social assets that introduced viewers to the multifaceted world of the show and the mysteries surrounding it.
Rooted in social trends that make the content native to social and filled with easter eggs for fans, we created 42 assets that were used globally for Netflix’s markets – while making sure not to reveal any spoilers! View Social Videos